A Caffe Le Bean now offers Kellogg’s cereal

An employee at Caffe Le Bean serves a Kellogg’s cereal order in Yeoksam-dong, Gangnam. [NONGSHIM KELLOGG]

Nongshim Kellogg Tuesday opened a cereal cafe in Gangnam District, Seoul, the first of its kind by a cereal producer.

The company, a joint venture between Korean food giant Nongshim and Kellogg’s of the United States, worked with local coffee franchise Caffe Le Bean to create the cereal cafe. It is located inside one of the franchise’s branches at Yeoksam-dong 721, southern Seoul, between Seolleung and Yeoksam subway stations.

After a one-month trial period, the two companies may expand the cereal cafe concept to other Caffe Le Bean stores. The franchise has 16 branches is operating nationwide.

Nongshim Kellogg and Caffe Le Bean jointly developed three menus: Good Morning Apple and Nutty Banana are cereals with milk and fruit; Kellogg Yogurt Mix has Greek yogurt as the base, topped with cereal and dried cranberries.

The first two menus cost 3,900 won and the last 4,500 won. All are available for take-out.

“We started off with three basic menus to make customers more familiar with the new concept [of ‘cereal cafe],’” said a spokesman for Nongshim Kellogg. “Our future plan is to develop new menus by adding seasonal fruits or using desserts like ice cream.”

In Korea, cereal is not widely eaten as it is in the United States. A lot of Koreans still eat rice or bread for breakfast.

“The company’s long-term goal is repositioning cereal as not just breakfast, but also a snack or dessert that can be enjoyed apart from mornings,” said the spokesman.

In celebration of its opening, customers who order a cereal bowl at Caffe Le Bean Yeoksam branch will be given a free cup of Americano coffee.

BY SONG KYOUNG-SON [song.kyoungson@joongang.co.kr]